While my official role on the Sauder account at Bader Rutter was Creative Director, I had my head, and hands, on every aspect of the account. From developing the brand strategy to developing and executing the content and social strategy, from creating the brand voice and developing the look — Sauder gave me the opportunity to work with teams across multiple disciplines to reshape the 80-year-old brand for the coveted Millennial audience.
Before we brought the new brand to life, however, we did our homework on Millennials. In addition to creating a psychographic profile and a detailed buyers’ journey, we shared our vision of how Millennials would interact with the new Sauder brand online and at retail.
Once we gained approval to move forward and develop creative based upon our strategic approach and understanding of the target audience, we worked fast and furiously to launch the new brand in less than a year. Traffic to the site and engagement in their social channels have significantly increased since the launch.